ABSTRACT
Colour is both the physiological experience of light and a cultural construct. When selecting colour for media products. you need to consider the effect your choices will have on your audience. People interpret colour based on their experiences and personal preferences. The skill in choosing colours for a specific media product is to match the audience's eIpectation to the nature of the content. Colour can direct or alter the perception of words and images on a page and of publications and websites. It can be used to provoke a strong emotional response or to evoke a sense of calm. Colour can help an audience identify with a particular brand or lifestyle. In the media, colour is a powerful visual tool that can be used for styling, trend setting and decoration.
